Using Humor & Social
to stand out in a stale HR benefits market

PnP charcter design
Purpose Not Perks allowed employees and HR managers to sound off in a fun, comedic way; sharing silly perks and ineffective ideas from their work. The campaign stars a newly developed character “Pete Purpose”, who highlights the ineffectiveness of perks at his company. His presence is the mouthpiece of the site, as well as the star of a weekly satirical comic series on the topic. I developed the idea to softly promote GP Strategies’ ‘Employee Purpose’ consulting business. Using humor was a first for this market, and helped the client stand out from their competitors in a very unique and memorable way.

Client: GP Strategies, an HR consulting & software service firm

My roles in the project:

Strategy & concept, Branding, Web Design, Social Media, Web Development


  • Created & pitched overall concept
  • Developed the characters and their personas, directed illustrations
  • Planned and wrote all site content
  • Concept/Created online game show to increase interaction
  • Created all UX & Admin functionality plans

Social platforms to drive engagement to the main character site

• draws attention to the ineffectiveness of perks
• tools to engage management w/new HR products